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BSI,[object Object],Answeringthe Ultimate QuestionForSocial Media,[object Object],Marketing 2.0 Conference, Paris 2009,[object Object]
Jointheconversation,[object Object],MARKETING 2.0 CONFERENCE,[object Object],www.marketing2conference.com,[object Object]
Answering the Ultimate Question for Social Media,[object Object]
How to make money in social media?,[object Object],Solve real problems, don’t create imagined benefits,[object Object],Retain customers, sell them more, keep them longer,[object Object],Co-innovate, develop better products and services,[object Object],Create promoters of your brand,[object Object],Encourage and enable promoters to advocate for you,[object Object],Word of mouth is alluring but elusive,[object Object]
Advertising goes into cardiac arrest,[object Object],“The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,”,[object Object],Prof. Eric Clemons, Wharton, March 2009,[object Object],“…every business needs revenues—and advertising, it transpires, is not going to provide enough”,[object Object],The Economist, March 2009 ,[object Object]
Word of Mouth impacts buying behaviors in both B2B and B2C,[object Object],[object Object]
Word of mouth is 9X as effective as advertising in converting unfavorable or neutral dispositions into positive attitudes. (Day)
More than 90% of customers consider WOM as the best source of ideas and info about products and services (McKinsey & Co )Source: CMO Council ,[object Object],Profitability from Customer Affinity Report  2007,[object Object]
7,[object Object],Business leaders in all industries are adopting Net Promoter,[object Object]
More than a score…,[object Object]
NPS is Word of Mouth capacity,[object Object],Capacity (economics), the point of production at which a firm or industry's average (or "per-unit") costs begin to rise, usually because some factor is fixed (often capital or land). ,[object Object]
Word of Mouth is on the rise,[object Object],Promoter Referral Rate (Average),[object Object],Promoter Referral Rates By Industry,[object Object],+8%,[object Object],+11%,[object Object],+7%,[object Object],14% average,[object Object],increase,[object Object],+14%,[object Object],+6%,[object Object],+2%,[object Object],+18%,[object Object],+24%,[object Object],+4%,[object Object],+20%,[object Object],8% average,[object Object],increase,[object Object],+15%,[object Object],+7%,[object Object],+5%,[object Object],+8%,[object Object],+14%,[object Object],+8%,[object Object],+13%,[object Object],+19%,[object Object],Banking,[object Object],2006,[object Object],2007,[object Object],2008,[object Object],Cable,[object Object],Wireless,[object Object],Computer Software,[object Object],Computer Hardware,[object Object],Brokerage,[object Object],Credit Card,[object Object],Local / Long-Distance,[object Object],ecommerce,[object Object],© 2009 Satmetrix Systems, Inc. All rights reserved. Satmetrix and the Satmetrix logo are trademarks of Satmetrix Systems, Inc. Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.,[object Object]
Referral economics for B2C Wireless Providers  ,[object Object],Economic Impact of Promoter and Detractor WOM for B2C Wireless Providers,[object Object],1000,[object Object],Each Promoter’s PWOM behavior brings in an additional $639 in revenue.,[object Object],+$639,[object Object],500,[object Object],Promoter,[object Object],0,[object Object],Detractor,[object Object],Customer WOM Value,[object Object],-500,[object Object],-1000,[object Object],Each Detractor’s NWOM behavior is responsible for $1459 in lost revenue.,[object Object],-$1459,[object Object],-1500,[object Object],© 2009 Satmetrix Systems, Inc. All rights reserved. Satmetrix and the Satmetrix logo are trademarks of Satmetrix Systems, Inc. Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.,[object Object]
Incidence of positive referrals increases as Promoters increase,[object Object],Proportion of Customers Positively Referring by Proportion of Promoters,[object Object]
So how can Web 2.0 be applied to create promoters?,[object Object]
Reciprocity drives NPS,[object Object]
Intuit Consumer Tax Group Inner Circle,[object Object],Gather Insights to Drive Immediate Change and Increase Customer Loyalty,[object Object],Objective: Create community members for ongoing product feedback,[object Object],Approach: Theme-based approach to gather feedback by product line,[object Object],	Net Promoter driven product feedback,[object Object],Results:,[object Object],[object Object]

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Answering the Ultimate Question For Social Media

Notas del editor

  1. Across companies: the relationship holds as more promoters, the more + womPromoters drive PWOM; if you care about your business’ WOM, you need to care about your proportion of Promoterscustomer experience– and loyalty– become a relevant dimension to consider in marketing efforts r = .87Data come from 2008 NP benchmarkData cleaned for inconsistent responses (ex. “I have recommended in the past” AND “number of recommendations = 0”); cut cases above 98th percentile spend; Only business with more than 24 responses included in the analysis.